市場營銷英語教學大綱

1、精選優(yōu)質文檔-傾情為你奉上經(jīng)貿系市場營銷專業(yè)英語課程教學大綱課程性質：專業(yè)必修課 總學時數(shù)：48學時 適合專業(yè)：09級經(jīng)貿系市場營銷專業(yè)（一）課程教學目標通過本課程的學習，要求掌握以下知識目標： 1. 了解市場營銷的運行平臺、基本理念、主要類型。2. 運用所學知識分析和指導企業(yè)、事業(yè)單位的營銷實踐活動。 3.不斷提高學生英語的應用水平，成為國際商務中的有用人才。（二）課程的目的與任務本課程是經(jīng)貿系市場營銷專業(yè)方向的專業(yè)基礎課程，培養(yǎng)學生掌握一些營銷理論和技能，在商務交際環(huán)境中，用英語進行交際的基本技能。 通過本課程的學習，能夠培養(yǎng)學生適應社會主義市場經(jīng)濟需要，具有良好英語語言實際運用能力，掌握

2、一定的國際營銷專業(yè)知識，能夠從事國際市場營銷工作的應用型專業(yè)人才。此外，學生通過系統(tǒng)的針對市場營銷常用的英語的聽、說、讀、寫、譯等方面的學習，要掌握市場營銷英語常用的各種英語詞匯及表達方法，全面提高閱讀和理解市場營銷英語資料的能力，增強市場營銷英語的寫作水平和對外交流能力。 （三）理論教學的基本要求在具有一定的市場營銷基礎知識和相當英文水平的基礎上，通過理論與實踐相結合的教學方式，采用實例、演示、PPT等多種教學方法和手段來保證教學任務的順利完成。學生應掌握市場營銷相關的詞匯和具體運行流程，具體要求如下：1. 掌握足夠的與市場營銷相關的詞匯和表達方式。 2. 熟悉市場營銷的基本交易類型的操作原

3、理、方法和步驟。 3. 了解其它與市場營銷相關的話題并能通過網(wǎng)上交流拓展學業(yè)與職業(yè)空間。（四）實踐教學的基本要求實訓一實驗（實訓）學時10應開實驗（實訓）個數(shù)5序號實驗（實訓）名稱實驗實訓要求學時分配實驗（實訓）類型備注1Customer value and satisfaction必做2綜合性2Consumer purchase decision process必做2綜合性3How to set a price on a product必做2綜合性4Sales promotion必做2綜合性5Advertising 必做2綜合性實踐教學目的：培養(yǎng)學生的實際營銷活動能力，將所學的英語知識和市場

4、營銷知識結合起來，通過實際和模擬營銷活動場景給學生更多實踐機會。實踐教學要求：要求學生積極參與市場營銷實踐、實訓活動。就課本上的討論題發(fā)表自己的觀點，也可以展開辯論。作業(yè)有口頭和筆頭兩種：筆頭作業(yè)為各單元漢譯英的翻譯題和實用寫作，鞏固語法知識和提高寫作能力；口頭作業(yè)為每個單元的話題練習題和思考題。（五）教學學時分配 市場營銷專業(yè)英語章 次各章名稱總學時學時分配講課實驗實訓習題1Introduction to core marketing concepts3212Marketing Environment3213Customer Value and Satisfaction3214Types o

5、f Marketing Research3215Consumer Purchase Decision Process3216A Model of Business Buyer Behavior3217Market Segmentation, Targeting, and Positioning3218Product Classification and Product Decisions3219Product Life Cycle and Its Marketing Implications32110How to Set a Price on a Product32111Retailer Ma

6、rketing Decisions32112Integrated Logistics Management32113Sales Promotion32114Functions of the Advertising32115Characteristics of Services and the Related Marketing Strategies321合計453087（六）大綱內容Unit 1 Introduction to core marketing concepts1.主要內容：a. marketing offersb. value and satisfactionc. markets

7、d marketing2.教學重點：a. key terms and concepts 3.教學難點：Make clear the process of marketing4.教學要求：Require teacher to analyze the related information of marketing5.習題要求：Require students to finish some exercises after the text. Require students to summarize marketing related terms or useful sentences in th

8、is Unit. Unit 2 Marketing Environment1.主要內容：a. companys micro-environmentb. competitorsc. publics2.教學重點： a. key terms and concepts3.教學難點： What is marketing environment? Can companies change their marketing environment according to their will?4.教學要求：Require teacher to introduce the important premise

9、and condition of marketing Environment.5.習題要求：Require students to finish some questions after the text. Unit 3 Customer Value and Satisfaction1.主要內容：a. definition of Customer Value and Satisfactionb. delivering customer value and satisfaction 2.教學重點：key terms and concepts3.教學難點： The real understandi

10、ng of customer value and satisfaction .4.教學要求：Require teacher to introduce customer value and satisfaction . 5.習題要求： Require students to finish some questions after the text. Require students to summarize customer value and satisfaction related terms or useful sentences in this Unit.Unit 4 Types of

11、Marketing Research1.主要內容：a. exploratory research b. descriptive researchc. casual research2.教學重點 a. key terms and concepts3.教學難點：How to classify the marketing research?4.教學要求：Require teacher to explain the difficult sentence firstly, next analyze the text5.習題要求：Require students to finish some questi

12、ons after the text.Unit 5 Consumer Purchase Decision Process1.主要內容：a. need recognition b. information searchb. alternative evaluation2.教學重點：key terms and concepts 3.教學難點: Try to explain clearly how to decide the marketing strategies according to the features of customers.4.教學要求：Require teacher to le

13、ad the students to learn customer purchase decision process.5.習題要求：Require students to finish some questions after the text. Require students to conclude the on-line marketing strategies.Unit 6 A Model of Business Buyer Behavior1.主要內容：a. major types of buying situations b. participants in the busine

14、ss buying process2.教學重點：key terms and concepts 3.教學難點：How to describe the eight stages in the business buying process.4.教學要求：Require teachers to explain difficult sentence so as to make students know these knowledge about business buyer behavior.5.習題要求：Require students to finish some questions after

15、 the text. Unit 7 Market Segmentation, Targeting, and Positioning1.主要內容：a. segmenting markets b. target marketing2.教學重點：key terms and concepts 3.教學難點：the clear understanding of market segmentation, targeting, and positioning4.教學要求：Require teachers to explain difficult sentence so as to make students

16、 know these knowledge about market segmentation, targeting, and positioning.5.習題要求：Require students to finish some questions after the text.Unit 8 Product Classification and Product Decisions1.主要內容：a. product classifications b. product decisions2.教學重點：key terms and concepts 3.教學難點：the clear understa

17、nding of product classifications product decisions.4.教學要求：Require teachers to explain difficult sentence so as to make students know these knowledge about product classifications product decisions.5.習題要求：Require students to finish some questions after the text.Unit 9 Product Life Cycle and Its Marke

18、ting Implications1.主要內容：a. introduction stage b. growth stage c. maturity stage d. decline stage2.教學重點：key terms and concepts 3.教學難點：the limitations of product life cycle concept.4.教學要求：Require teachers to explain difficult sentence so as to make students know these knowledge about product life cycl

19、e.5.習題要求：Require students to finish some exercises after the text.Unit 10 How to Set a Price on a Product1.主要內容：a. establishing pricing goals b.estimate demand,costs,and profits c. choose a price strategy d. fine-tune the base price2.教學重點：key terms and concepts 3.教學難點：How to choose a price strategy?

20、4.教學要求：Require teachers to explain difficult sentence so as to make students know these knowledge about how to set a price on a product.5.習題要求：Require students to finish some exercises after the text.Unit 11 Retailer Marketing Decisions1.主要內容：a. target market and positioning decision duct assor

21、tment and services decision c. price decision d. promoting decision e. place decision2.教學重點：key terms and concepts 3.教學難點：developing a positioning strategy4.教學要求：Require teachers to explain difficult sentence so as to make students know these knowledge about retailer marketing decisions.5.習題要求：Requi

22、re students to finish some exercises after the text.Unit 12 Integrated Logistics Management1.主要內容：a. cross-functional teamwork inside the company b.building channel partnerships2.教學重點：key terms and concepts 3.教學難點：managing the channel4.教學要求：Require teachers to explain difficult sentence so as to mak

23、e students know these knowledge about integrated logistics management.5.習題要求：Require students to finish some exercises after the text.Unit 13 Sales Promotion1.主要內容：a.major forms of sales promotion2.教學重點：key terms and concepts 3.教學難點：promotion and advertising4.教學要求：Require teachers to explain difficult sentence so as to make students know these knowledge about sales promotion.5.習題要求：Require students to finish some exe